Scratch highlights the importance of dog gut health in latest in-house campaign
Australian dog food company Scratch has released a new campaign to educate owners about the significance of dog gut health.
The in-house work, ‘Scratch Loves Your Dog’s Guts’, will launch across BVOD channels, including Foxtel GO, TenPlay, and YouTube, with support via social, content and PR,
The 30-second spot helps visualise the effect of good-quality dog food and its nutritional value on the gut health of our furry friends.
“Research has shown that 70% of a dog’s immune system originates from the gut, yet many traditional dog foods fail to address this crucial aspect of canine health,” commented Scratch co-founder Mike Halligan.
“We developed our new campaign to educate dog owners on the lesser-known signs of poor gut health, such as red skin, itching, and irregular bowel movements, while also shedding light on the invisible long-term effects, including early disease and cancers.”
“We wanted to tackle the serious issue of gut health in a creative, captivating, and fresh manner that resonates with dog owners,” said Isabelle Mason, creative director at Scratch. “Our goal was to make people care about something they can’t see until it’s too late.”
The campaign was created with a budget under $15,000, using recycled materials wherever possible.
Credits
Creative Director: Isabelle Mason
DOP and Video Editor: Finnian Williamson
Concepting & Set/Costume Design: Chris Croker
Set Construction: Thomas Hoffmann
Costume Construction: Toni Croker
Talent: Jake Unsworth & Lyndy Clarke
Lighting: Corey Clement Sound: Kyle McLeavy
Head of Marketing: Mike Halligan
Head of Growth: Kevin Fernandes
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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Isabelle Mason
Mike Halligan
Scratch
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